“I can help you.”
Simple, isn’t it? Your prospective customers don’t need more information. Chances are, they’re drowning in information. And they sure don’t want a sales pitch.
What they really want is advice. Guidance. Expert help from someone they know and trust. Someone who has demonstrated that s/he understands their problem or need, and has a solution. Maybe it’s not even the perfect solution. But it’s a solution, and that’s more than they’ve got right now.
Remember, most prospects want to buy. It’s fun to buy. Besides, they want to solve their problem or satisfy their desire, then get back to whatever they were doing before.
When you look at it that way, marketing and copywriting become pretty simple. It’s not about what you’ve got. It’s about what they get.
What customers really want to know is, “Can you help me?” So four simple words can and should form the foundation of your marketing message:
“I can help you.”
Then just tell them how you’ll do it. Voila! You’ve turned a browser into a buyer.